5 creative PR stunts that turned heads and won customers

One of my favourite things to do throughout the year is to observe the most creative and impactful marketing and PR stunts executed by brands, writes Samantha Dybac, founder of The PR Hub. The ingenuity behind these campaigns often leaves me inspired and serves as a treasure trove of lessons for businesses.

Whether you’re a startup or a more established company, taking note of these examples can help you think outside the box and earn your business the attention it deserves. While budget and scale might come into play, many of these stunts demonstrate that clever ideas and a deep understanding of your audience can deliver remarkable results.

Five standout Australian marketing stunts and some key learnings that may inspire innovative brand strategies in 2025

Tap into cultural relevance: Subway’s Footlong fairy bread sub

In one of the year’s most playful campaigns, Subway introduced the “footlong fairy bread sub” on April Fool’s Day. This stunt creatively reimagined a classic Australian childhood treat—fairy bread—as a footlong sandwich, blending nostalgia with humour. The campaign quickly went viral, evoking fond memories and sparking conversation across social media.
Lesson: Incorporating elements of local culture or nostalgia can make your brand feel more relatable and engaging. By tapping into shared memories or traditions, you create an emotional connection that resonates with your audience and encourages them to share your content organically. This approach is especially effective for founders looking to step back from the spotlight while still keeping their brand top of mind.

Prove creativity beats budget: Refilled’s miniature billboard campaign

Sustainable beverage startup Refilled showed that you don’t need a huge budget to make a big impact. They created a miniature billboard replicating Sydney’s iconic King’s Cross Coca-Cola sign, using forced perspective to make it appear life-sized. This creative use of scale not only turned heads but also underscored their commitment to sustainability and resourcefulness.
Lesson: Small businesses can compete with larger players by leveraging creativity. A clever, well-executed idea can outperform expensive campaigns, proving that thinking outside the box often delivers the best ROI. Consider what makes your brand unique and find innovative ways to spotlight that in your marketing efforts.

Generate hype with events: MERTRA’s UK launch

Australian streetwear brand MERTRA made waves with their UK launch by hosting an exclusive pop-up event that drew large crowds. The buzz created by the event—with lines of people waiting to get a glimpse of the brand—was reminiscent of the chaotic excitement seen at some of the world’s biggest streetwear drops.
Lesson: Hosting exclusive events or pop-ups can generate immediate excitement and foster word-of-mouth promotion. These events create a sense of urgency and exclusivity, encouraging consumers to engage with your brand and spread the word. For Australian entrepreneurs expanding into new markets, creating a “moment” like this can make a lasting first impression.

Embrace new technologies: ANZ’s 3D out-of-home campaign

ANZ Bank stepped into the future of advertising with Australia’s largest 3D out-of-home campaign, featuring their Falcon mascot. The campaign utilized cutting-edge full-motion digital screens to create a dynamic and immersive visual experience across major locations. The spectacle not only captivated passersby but also set a new benchmark for innovation in the financial sector.
Lesson: Emerging technologies can help brands stand out in crowded markets. Whether it’s augmented reality, 3D displays, or other cutting-edge formats, investing in new media can capture attention and enhance brand recall. While this might seem like a stretch for smaller businesses, exploring scalable tech options can still deliver a wow factor without breaking the bank.

Collaborate to amplify reach: Allen’s and Chatime’s bubble tea collaboration

Confectionery brand Allen’s teamed up with bubble tea chain Chatime to launch a limited-edition range of drinks inspired by Allen’s Party Mix lollies. This clever partnership blended two beloved products to create a unique offering that attracted fans of both brands and drew significant media coverage.
Lesson: Strategic collaborations between complementary brands can amplify your reach and introduce your products to new audiences. By pooling resources and sharing audiences, co-branded campaigns can generate excitement and create opportunities for cross-promotion. For entrepreneurs, partnerships can be a powerful tool to maximize impact with minimal risk.

As we head into 2025, the opportunity to stand out through innovative and creative marketing is greater than ever. Remember, great PR & marketing isn’t just about making noise—it’s about creating moments that resonate, spark conversations, and, most importantly, drive meaningful connections with your audience.

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